No Floods Fires Or Snooki Summer Looks Bright For Jersey Shore Amusement Operators

COMING ATTRACTIONS:Steve and Kelly Whalen of Lucky Leo's arcade (Seaside Heights) show off Coastal Amusements' coin-op hit Yahtzee!, one of the new games they've installed to meet anticipated heavier volume this season.

THE JERSEY SHORE -- Operators along the Jersey Shore are heading into July and August, their two busiest months, with a sense of cautious optimism. Gas prices are relatively low, the economy is starting to come back in full, and initial signs look good for the kind of summer that draws the crowds -- especially in view of the unusually cool spring this year.

The results of early-season promotions support this optimism. When Belmar hosted its annual New Jersey Seafood Festival, June 12 through 14, so many foodies flocked to the small community that the mayor, Matt Doherty, took the unprecedented step of stopping access to the town for several hours on the last day. A week earlier, several miles to the south, Seaside Heights hosted a concert series headlined by Mumford & Sons that drew tens of thousands of music fans.

These marquee events, and more modest events scheduled throughout the summer, may mark the difference between a very good summer season and a terrific one. While high-volume promotion and beach-centric ballyhoo are nothing new to the Jersey Shore, the seaside communities dependent on tourist dollars seem to be particularly aggressive this year. After several years of national publicity that included MTV's high-profile "Jersey Shore" series, followed by big promotional budgets and global media attention following Hurricane Sandy -- Prince Harry visited the boardwalks! -- communities are once again relying on their own resources for summer hoopla. | SEE STORY

SO THEY'RE NOT PRINCE HARRY:The UK lent a hand this year, too, as London's Grammy Award-winning band Mumford & Sons headlined a well-attended two-day music festival in Seaside Heights.

So far, the seaside towns appear to be doing an exemplary job of booking attractions that garner publicity and draw crowds. Although these events may lack the high-voltage star power of Prince Harry (or even Mumford & Sons), they do add value for the all-important day-tripper families, many of which make multiple trips "down the shore" during the season.

Promoting the Jersey Shore has caught on. The Asbury Park Press, a south Jersey media institution, has released a free Go Jersey Shore (also called Go JS) app, available on iTunes and other download sites.

It's Starting Off, Baby!

"Everything seems to be up and positive," said Kimberle R. Samarelli, executive director of the New Jersey Amusement Association. "We have new rides installed. Casino Beach is doing a huge update for their water park in Seaside Heights; Keansburg added a new coaster, and various other parks have put in new food and game locations."

There have been many renovations as well as new attractions, she summed up. "Also, gas prices are down, and from what I understand, rentals have been strong. Now we just need good weather."

Samarelli's optimism is echoed by many businesses up and down the Jersey Shore. In addition to new larger attractions, there has been an influx of new coin-op games to lure players into arcades.

"It's starting off, baby. We're doing it," said Steve Whalen of Seaside Heights' Lucky Leo's arcade. "This is our 62nd year, and the town has really been aggressive as far as getting entertainment to draw people."

According to Whalen, the new crop of coin-op games is performing well with patrons. "Coastal Amusements has a game out called Yahtzee! I have a couple of those, with more ordered," he said. "Fishbowl Frenzy is also strong. And Jurassic Park Arcade is doing monster numbers. Although it's a big sitdown game and takes up a lot of floor space, it does really, really well. So, just bring us some sunshine and we'll be okay."

SUMMER CAMPAIGN:New Jersey is celebrating the recovery of its famous seaside destinations after the economic convulsion of the last decade and subsequent devastation by Superstorm Sandy. Above, Gov. Chris Christie welcomes crowds to historic Point Pleasant Beach as summer season opens. At right, to governor takes part in a selfie (or "ussie") with enthusiastic visitors at scenic Belmar beach. Sandy struck late in 2012, and Christie worked tirelessly to restore confidence in the appeal of the Jersey Shore, even enlisting the United Kingdom's Henry, Prince of Wales, in the effort (see VT, June 2013).

BELMAR:New Jersey's seaside summer destinations are publicizing their recovery from physical and economic tempests with events like Belmar's Seafood Festival (above left), and operators of the Shore's celebrated arcades and family fun centers are doing their part. If Belmar's festival is an indicator, they will not be disappointed -- Mayor Matt Doherty had to shut down incoming traffic for several hours as visitor influx exceeded the town's capacity.